By MICHAEL BAGINSKI/ IPW, the U.S. Travel Association’s signature annual trade show, kicked off Monday in sunny Fort Lauderdale with thousands of industry delegates from around the world on hand to buy and plan future product, but also to suss out for themselves just what’s happening in America at this moment, and yes, to enjoy the incredible warmth and hospitality (and entertainment) that is always on display from both the hosts and exhibitors from across the entire country.
This year’s event is celebrating such current themes as the America’s 250th birthday, the 100th anniversary of Route 66 and the FIFA World Cup of Football.
But IPW, now in its 57th year, isn’t always just sunshine and celebrations. To be sure, the exhibitors – representing U.S. cities, states regions, and suppliers from hotels to theme parks and tech companies (and this year, for the first time, cruise lines) – always put on their best face, though often while navigating elements beyond their control (like an unfounded war in Iran that has untethered the global economy and threatened the travel industry with soaring fuel costs).
Last year in Chicago, a ‘No Kings’ protest with hundreds of thousands of demonstrators filled the city on arrival day; in Denver a few years back a gun massacre had taken place a couple of days before the show, spotlighting one of the country’s largest obstacles to inbound travel. Delegates got COVID in both Las Vegas and Orlando, blamed by some on lax vaccination and overall (lack of) health protocols in the U.S. during the pandemic.
U.S. Travel on countless occasions has walked on eggshells over such and similar issues – and not just during Trump’s administrations. Gun laws, visas, and customs red tape (and demeanor) have always been contentious topics.
And last year, Canadians (traditionally the U.S.’s top market) were monumentally miffed due to the then recent imposition of tariffs, 51st state taunts, border-search fears, ICE, and other unwelcome intrusions, to which U.S. Travel responded by… not responding. Indeed, the ‘non-profit, unified voice of the travel in the U.S.’ barely mentioned Canada throughout the week and further shocked journalists by cancelling its customary state-of-the-union press conference.
The event has been re-instated for this year, but questions were solicited in advance (i.e. vetted), prompting uncertainty about whether certain topics will be addressed.
Of course, it is U.S. Travel’s show, and the organization’s mandate is understandably to promote the nation’s attributes (which are many) and not necessarily engage in things outside its lane, as former USTA boss Roger Dow used to say (or bite the hand that feeds). But sometimes, as Destination DC president and CEO Elliott Ferguson observed at his own organization’s press conference last year, it is incumbent to acknowledge the elephant in the room.
To its credit, this year’s event host Visit Lauderdale is ensuring its own feelings will be delivered loud and clear, with a senior executive telling Travel Industry Today that one of the show’s underlying themes is to “really push how much we love Canadians and welcome their visit with us.”
And there’s no doubt that other U.S. travel constituents – the ones on the ground – will echo similar sentiment, which is seen through almost every cross-border interaction that goes on now in the travel industry and certainly will be again at IPW – that they love us, they really, really love us – even if at the political level (where the mainstream headlines happen) that may not seem to be the case.
But IPW is ground zero, where the real U.S. (and global) travel industry sentiment is manifested and displayed – good, bad or ugly. And that is where we are this week; so, stay tuned.
In the meantime, check out this recap from the lively events of last year’s show, which turned out to be one of our best-read stories of 2025:
US TRAVEL INTERVIEWED ME AND THIS IS WHAT I TOLD THEM
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